Month: October 2018

The marketing concept is thought out and designed to help businesses make efficiency and effectiveness in sustainable sales. Sometimes old concepts are not enough to deal with dynamic new business challenges, so marketing thinkers offer new breakthroughs to overcome deadlock. The breakthrough is not necessarily entirely new, it is often the development and redefinition, and the addition of new elements. So that the functions of the old concepts are still relevant. That is why, this chapter wants to discuss the concept of the millennium era while keeping in mind the old concepts that preceded it.

Marketing is a growing science and method. This science is growing rapidly in America, so it’s worth considering the development of marketing in America.

Manufacturers’ efforts to satisfy consumer needs are not new symptoms. Manufacturers of handicraft items open intensive personal communication with customers. Artisans get input to produce products that satisfy customers. Artisans know that in addition to production, paying attention to customers is important. The promotion was done by making a signboard on the production house and word of mouth.

Things changed after the industrial revolution of 1760-1830 in England (Geoff Lancaster, Paul Reynolds –Marketing Made Simple). In the industrial revolution, production is held in bulk. The results of mass products are not only sold to the local area, but sold out of town even to the national territory. Manufacturers no longer know consumers personally. Promotion is carried out through mass media.

The task of promotion is to compile announcements in magazines and newspapers. Tight competition makes advertisers compete in making compelling headlines, followed by big promises. Such a method will eventually make the market segment do not believe in the big promise of advertising in the mass media, advertisers make innovations by offering benefits, not features. Increasingly intense competition has led to the use of sexual attraction in advertising and product packaging improvements.

Advertising competition in the mass media is getting tighter, Competition is not only in the face of accuracy offering benefits that best suit consumers, but by doing, not just one, but a series of advertisements that are published continuously in the mass media. Ads are not designed for one time, but repeatedly in a series of campaigns.

Google announce to close Google+ social media after found a bug in that platform. From 2018 until March 2018, Google already has known the bug, but they keep silent. They keep silent because they afraid regulator will monitor tightly. They will announce after management decides to close the social media platform.

In the official blog, Google said, shutting down Google+ for consumers. In Project Strobe, Google prioritizes to closely review all the APIs associated with Google+.

Third party media said that Google exposes 500.000 user personal data. That is including name, email, job, gender, age and so on. However, official Google blog said, they found no evidence that any Profile data was misused. They recognize 500,000 Google+ accounts were potentially affected. Our analysis showed that up to 438 applications might have used this API

Google already fix the bug but Google will discontinue their social media.

Project Strobe will evaluate access for a third-party developer to Google data and android.

To give people a full opportunity to transition, Google will implement this wind-down over a 10-month period, slated for completion by the end of next August. Over the coming months, we will provide consumers with additional information, including ways they can download and migrates their data.

They review exposed that Google+ is well suited as an enterprise product. It is where the team can engage in internal discussions on a secure corporate social network. It helps to relate company and customer in safety platform. We have decided to focus on our enterprise efforts and will be launching new features purpose-built for businesses. They will share more information in the coming days.

The most popular concept of marketing is indeed the marketing mix or marketing mix, but that leaves a problem. The marketing mix does not tell, which products are easily accepted by the market and those that are not, which locations are close to markets that are thirsty for your product and which are not, which products and locations are tightly competitive and which are not. That question does not need to be raised when business competition is not tight. But when competition suppresses the business situation, that’s an important question to answer.

To answer that problem, segmentation and targeting of the market will help. Segmentation is work at the strategy level, or finding easy ways in marketing practices in the midst of competition and various tastes, while the marketing mix is ​​work at the level of tactics.

According to Cano and Schwatzkopt, the concept of market segmentation and positioning has been inherent in marketing practices since 1920, but no one has expressed it in writing. It was only in 1969, Al Ries and Jack Trout compiled the brand positioning in the article Industrial Marketing. Segmentation itself is inherent in the formulation of positioning.

Segmentation is dividing the market into smaller groups. The division is generally based on geographic location, demographic characteristics, psychography and behavior. It can also be based on consumer groups or businesses that need raw materials. Why do division or grouping? The population in a location is not the same as their needs, interests and requests. But also not at all different from each other. Differences in needs and interests can be classified in the form of market segments or smaller groups that have similar needs, interests and requests.

Segmentation helps to choose market segments. After classifying the market into segments, marketers evaluate, which segment is most suitable for their business. Most suitable means that marketers are able to serve them, able to compete with other businesses,

Although marketing is often identified with the marketing mix, segmentation and target setting provide the following benefits.

• Segmentation and targeting will make the work of the marketing mix more focused and efficient or low-cost. By determining specific market segment targets, Imagine marketers rely solely on the marketing mix in their marketing programs. He will have difficulty determining the exact location and where the right communication channel is. Marketing costs are very large because the choice of prospects is very large.

• Determination of target markets helps marketers gain competitive advantage. If some rice marketers compete in the same market based on geography, competition will be tight, competition will be superior in quality, price and location. By understanding segmentation, new marketers can avoid intense competition. If there is one marketer who is segmenting and determining specific target markets for their services, for example a group of organic rice enthusiasts, then he provides organic rice, then he has a competitive advantage. For organic rice enthusiasts, organic rice is preferred to general rice. Price is not a consideration.

• Segmentation and targeting of markets helps find the best market segments / groups. Like entering a buffet dining room that provides a lot of choices, to get the best choice, before taking food you should see all the available menus. After that, it determines which menu is the best. The best menu is a food menu that does not interfere with their health and also according to their tastes. Segmentation is like observing all the available menus, so from that information, marketers can decide which market segments are most in need and like the products offered. Besides thinking like that, segmentation can also find which segments have high purchasing power and what they need. Where are the segments that marketers are able to compete.

• Reaching a market segment, for example the geography segment, requires different costs between one segment and another. The difference in costs can be promotional costs and shipping costs.

Is segmentation and targeting still relevant in the millennium? Philip Kotler, Hermawan Kertajaya, and Iwan Setiawan wrote this in the Marketing 3.0 book, that in the Information Technology era where consumers connect with each other more often, have different concepts. Not segmentation, targeting and positioning, but communitization or targeting in the community. Marketers market their products to more and more communities.

Even so Kotler’s opinion, if compared between segmentation and communitization, communitization contains segmentation and targeting as well. Segmentation divides the market into small segments, and each segment has the same characteristics of interest, even though they are not connected. Whereas communitization is a group of consumers or just consider segments that are connected to each other. As a community, they serve one another among them. According to Godin, the community does not serve business marketers. Even so, communitization is one type of market segment based on likeness. Even the segment has formed coordination with each other.

Thus segmentation and targeting are still important in the millennium era. When business competition is getting tougher, in addition to trying to make better and more beneficial products, it also strives to enter different market segments that are not affordable to competitors or not too tight competition.

Kotler, Hermawan and Iwan in Marketing 4.0 explained again, the difference between STP (segmentation, targeting and positioning) with the community. The community is a segment, or a small group in the market. But the difference is, because they are connected, they reject marketing interruptions, spam, and irrelevant advertisements. STP still considers the segment a passive target to accept persuasion, while communitization is an active group that has their own will, serving each other between them. The best approach is to observe their development and participate in serving the community members.

It’s true that Kotler and his friends say they reject marketing interruptions, spam and irrelevant advertisements. Even so relevant ads are still possible. Examples of advertising on Google Adwords and Facebook Ads. Ads on Google Adwords allow people to place ads that are relevant to the keywords that someone is looking for. The keyword reflects interest. Advertising on a keyword means an advertisement for a group of people who are expected to match their interests. For example a hotel ad in Karimun Java, can be displayed for people who write keywords: cheap hotel Karimun Java, tourism Karimun Java, the best hotel Karimun Java. Ads on facebook ads can also target groups that have particular interests. Facebook has artificial intelligence that allows it to detect someone’s interest, then Facebook lists the interests of Facebook users. Thus, advertising on Facebook and Google seeks to bring together advertisements with relevant target markets and avoid irrelevant target markets.